This sums up my experience with it very well. I think the gold is a stunning finish and color, and the iridescent color shifting back looks fantastic. It is definitely the most interesting of the color options and I think Apple did a great job there.
That said, it is not a true gold, and is much more of a rose gold with some copper/bronze in the band. If you are like me and went in wanting a more true to gold color, and found photos in warm lighting that make it seem like a traditional gold without any pink in it, I think you will be disappointed. When comparing it to various real gold, or more traditional gold objects it becomes very obvious it's a rose gold (pink) finish, even on the band. Admittedly not as pink as some of Apple's previous "gold" phones, but I would personally call it Rose Gold, before I called it Gold. If this is something you are into I would go for it without hesitation.
I ended up exchanging it for a Space Gray Xs Max today, which matches my other Apple devices well and was the better choice for me and my preferences. Space Gray was originally what I had chosen for the Xs Max, but I swayed myself towards the Gold a couple hours before the pre-orders went live off photos that looked like it was a more traditional gold. I had a Silver iPhone X and miss the pop of the polished stainless band, but wanted the more stealthy look this time around, and for it to match my watch.
I would say if you are on the fence about the gold, and it having a good amount of Rose Gold/Pink going on to be a deal breaker, steer towards the Silver/Space Gray.